Google Plus marketing is the most cost-effective place to start your internet advertising.
Google Plus Marketing!
Recent advertising studies confirm the rapid decline of print advertising response. 85% of prospects that used to go to the Yellow Pages and local print publications now search for the products and services they want to buy on the internet. Google positions their “3-pack” of local Google Plus pages on page #1 of Google’s local search results, and Google Plus has replaced the old, printed Yellow Pages for sourcing local vendors of products and services.
ALL businesses should be dedicating 85% of their advertising budget to internet advertising starting with their Google Plus page, and only 15% to print advertising. Failing to adapt to this quantum shift in the way prospects buy will put many local businesses out of business.
Charles Darwin said, “It is the species that is quickest to adapt to changes that survives and thrives.” The same is true for local businesses. They must quickly adapt to the new way prospects source products and services on Google Plus to not be losing thousands in sales. Is your business quickly adapting to these changes in the way people find local vendors of the products and services they want to buy right now?
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Search Engine Optimization Henderson NV
20 years ago many businesses relied on Yellow Pages to bring them a steady stream of new clients and patients. Now people use the Yellow Pages 5% as much as they did 20 years ago, and local businesses are asking, “Where should I invest my advertising dollars for the best return on my investment in 2015?”
The answer is prospects now do 85-90% of their local vendor searches online. Google gets 85% of those searches, and although there are thousands of other search engines like Yahoo and Bing, today we are going to focus on Google because it completely dominates the search engine market. Without first page visibility on Google, businesses are invisible to 85% their prospective clients. The Yellow Pages are not coming back, and the internet is not going away, so now local businesses really need to build their visibility on page 1 of Google for their top keywords.
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Every business owner has heard, “You need to have presence on the internet.” This leads to them usually at least building a rudimentary website. There is a belief that “If you build it, they will come.” This belief proves to be false when it comes to your website design and development.
Website Development for Henderson NV Businesses
A website on the internet is like building a convenience store in the middle of the Mohave Desert with no roads leading to it. Yes, you have a business. But no one knows how to get there, or how to buy from you. This is a major problem for many people with underdeveloped websites on the internet. Websites that are difficult to find because of their Google ranking will never establish traffic to the website unless you pay for Google AdWords or have another driving force directing traffic to your website. That is probably the most expensive way to get traffic to your website.
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What are some of the biggest mistakes you can make when building a website? Well today, I am going to cover a mistake I have made and see many small business owners making – Hiring multiple contractors to complete different tasks on your website.
When you search Google for the keywords “website design” or “website development”, there are websites that will let you leave a summary of the work you want done so many contractors can bid on it for you. On paper, this seems like a good and workable idea. In application, I have found it to be a complete and total disaster. So why does it turn your website design into a disaster when you hire multiple vendors to complete different parts of your website?
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Most businesses have been told they need a website to be found on the world wide web, aka “the internet”. So many businesses now have a website. Some used templates that are easy to construct and build, only to find out Google and the other major search engines have trouble indexing their content. If the search engines do not index your content, it is as if you do not exist on the internet. That is why so many owners of template websites have trouble ranking well in Google. The truth is they will never rank well in Google until they upgrade their website to a Word Press or HTML site.
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When you go to hire a graphic designer, you need to ask yourself this question, “Do I want a pretty ad, or one that compels my ideal prospects to call me?” Any graphic designer can make you a pretty ad, but I see many pretty ads with horrible eye flow and typography. These mistakes kill your advertising response and profits.
Eye Flow in Graphic Design & Website Design
The eye flow in your advertising should start at the top left, and end at the bottom right. You should be able to take a pen and draw a continuous line where the prospect’s eye should flow through your ad or website. If your ad has bad eye flow, your prospects will jump over most of your copy, so they will not get your complete marketing message and call you.
Bad Typography Reduces Comprehension Which Reduces Sales
If your ad has bad typography, your prospect will not be able to comprehend what your ad says, and they will not be responding to your ad because prospects do not buy what they do not understand. The biggest mistake I see with typography is using all CAPITALS.
Typography is what creates your “voice inflection” when writing. WHEN YOU USE ALL CAPITALS, it is like you are shouting at your prospects. Not only are you shouting at them, but studies have proven that you reduce comprehension when you use all capitals. Your comprehension will improve in your advertising when you use more effective methods like using Title Caps in your headlings and subheadings. There is only 1 place where you should use all capitals, and unfortunately it is the response trigger I see completely missing in most ads I audit.
So What Are the Biggest Graphic Design Mistakes I See
When I Audit Advertising?
The biggest mistake I see in graphic design eye flow is having too many graphics. Prospects are used to viewing the graphics in an ad first, especially the ones with pictures of people. When your prospects look at the graphics in your ad and then look right from there, (prospects read left to right naturally in this country) are they looking at the ad to the right of yours or turning the page? The job of a graphic or image in any advertisement is to draw the eye to the beginning of the ad, and to lead into your headline to help begin your marketing message loaded with response triggers. If your graphic(s) cause the reader to jump over some or all of your copy, this is killing your advertising response.
Another HUGE mistake I see in graphic design typography is ruining the comprehension by using difficult to read typestyles, using centering when it should be left justified as in the case of bullet points, and using colors and graphics behind the copy that reduces the contrast between the background and the copy. When you reduce the contrast, studies have proven that you simultaneously reduce the comprehension.
One commonly used typestyle actually reduces comprehension in scientific studies from 87% to only 12%! Ironically, I see many Henderson, NV graphic designers, web designers and developers that obviously do not understand the importance of a high comprehension typestyle as their entire website is in the typestyle that reduces comprehension from 87 to 12%. Prospects do not buy a selling proposition or offer they do not understand, so these typestyle mistakes kill sales and advertising response.
So next time you want to hire a graphic designer, I recommend you have me put your proposed ad or website design through my trademarked 60-Point Advertising Audit Process™. This Advertising Audit will show you the strengths and weaknesses in your advertising BEFORE you run it so you can maximize your advertising’s effectiveness and profits. Then I can show you how to get the most profitable graphic design or website design possible.
For a FREE 60-Point Advertising Audit, email your best ad or website domain to contact me by using the contact form in the right column of this page, or going to the Contact Me tab on this website. I look forward to showing you how to increase your profits from your existing advertising with perfect graphic design eye flow and typography.